Rubicon
Project (NYSE:RUBI), the technology leader engineering the
industry’s largest independent real-time trading platform for the buying
and selling of advertising, announced today the results of its first Consumer
Pulse for Valentine’s Day.
The nationwide survey offers a detailed look at the technology,
advertising and consumer habits driving the $18.9 billion1
Valentine’s Day market - and how advertisers are responding.
With 89% of those surveyed saying they will wait until the final week to
buy gifts for their loved ones, friends, family and even pets (13% plan
to buy their pet a gift), the Rubicon Project Consumer Pulse:
Valentine’s Day 2015 highlights clear lessons for marketers hoping
to engage the increasingly online, mobile and “last minute” shopper.
“Rubicon Project’s Consumer Pulse: Valentine’s Day 2015 shows a clear
trend for consumers to research early and spend late,” said Anthony
Katsur, Head of Buyer Cloud, Rubicon Project. “With consumer spending
for Valentine’s Day estimated to be in excess of $18 billion this year,
savvy advertisers embraced the initial opportunity to shape shopping
habits by driving marketing campaigns early during the research phase
and now have the opportunity to focus their remaining marketing efforts
to capture the more than $16 billion that will be spent in the final
days leading up to February 14th.”
Released on the first day of the Interactive Advertising Bureau’s Annual
Leadership Meeting, the survey identifies six core themes for marketers
seeking to influence the multiple billions of dollars remaining in
discretionary holiday consumer spend that will occur this week:
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1.
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Love is Universal – Valentine’s Day is celebrated by nearly
all; irrespective of age, sex / sexual orientation or marital
status with nine out of ten planning to celebrate the holiday.
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2.
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Love is Last Minute – 89% plan to make their purchase the
final week of Valentine’s Day with more than one third waiting
until February 13th. Men shop even more last-minute
than women with 4 in 10 waiting to buy their significant other’s
gift until February 13th or 14th.
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3.
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Men Love Spending – Men intend to spend more on their gifts
than women with 3 in 10 men planning to spend more than $100
versus 2 in 10 women.
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4.
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Young Love Dominates – Gift giving for Valentine’s Day is
more common for younger people with nearly 3 in 4 of 18-34 year
olds planning to buy a gift. Half of the millennials surveyed plan
to spend at least $50, and one quarter plan to spend more than
$100. Couples married ten years or more plan to celebrate the
least.
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5.
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Love is Online and Mobile – One third of consumers will
make their purchase online this year with one out of five of those
buying via their mobile device. Those who shop online are also
more likely (34%) to spend over $100 on a gift than those who shop
in-person (26%). Not surprisingly, Millennials will fuel online
spending with nearly half buying online (one out of four of those
will use a mobile device to make their purchase). Those choosing
to go in-store will also be heavily influenced by online content
with 60% researching online before making a purchase (8 out of 10
Millennials will research in-store purchases online first).
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6.
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Advertising Works – More people this year are relying on
advertisements to shape purchase intent than a friend’s
recommendation. 57% of respondents have been influenced to make a
purchase based on an online ad. In the case of millennials, 73%
are influenced by ads.
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With Valentine’s Day celebrated by nearly every couple this year, the
opportunity to engage with the consumer has never been greater. Yet,
even as research confirms the ability of advertising to shape purchase
intent, it appears most consumers driving the $18 billion market have
yet to hear from brands this holiday.
More than two-thirds (68%) have not seen a single online or mobile
Valentine’s Day related ad this year. What is even more telling for
advertisers seeking any advantage to shape purchase intent is that more
than half (57%) of those surveyed said they would be likely to be
influenced by online and mobile ads (had they seen any).
Methodology of the Rubicon Project Consumer Pulse: Valentine’s Day
2015
In partnership with the polling firm Penn Schoen Berland, Rubicon
Project conducted the survey with 1,000 online interviews (MOE ± 3.1%)
with the general population in the US between February 3 and 4, 2015.
All respondents are currently in a relationship and were evenly split
between male and female. Complete results can be accessed by visiting www.rubiconproject.com/consumerpulse.
About Rubicon Project
Rubicon Project (NYSE:RUBI) has engineered the Advertising Automation
Cloud, one of the largest real-time cloud and Big Data computing
systems. The Company's mission is to automate the buying and selling of
advertising by offering innovative products to connect buyers and
sellers globally. www.RubiconProject.com
@RubiconProject
#Automation
#Excellence #CultureMatters
1 According to data released by the National Retail
Federation, January 2015, https://nrf.com/media/press-releases/cupid-shower-americans-jewelry-candy-this-valentines-day
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